To study the concept of brand mascots.
To understand the effect of brand mascots on the consumers.
To know whether the brand mascots are more product specific & product loyal than celebrities.
This project is the mixture of theoretical as well as practical knowledge. Also it contains ideas and information imparted by the project guide.
The first objective i.e. studying the concept of brand mascots is achieved by the use of secondary data. The secondary data required for the project was collected from various websites.
To achieve the second objective i.e. studying the effect of brand mascots on the consumers, the methodology adopted, is use of primary information i.e. by conducting a survey by means of preparing a suitable questionnaire, and thus the effect was successfully understood by performing data analysis of the information gathered after conducting the survey.
Finally the objective to understand how the brand mascots are more product specific as compared to celebrities, i.e. Brand Mascots Vs. Celebrities is understood with the help of secondary data i.e. information from different websites & a question was included in the survey questionnaire which helps to understand about the peoples opinion as to what they think whether brand mascots are more product loyal & product specific in comparision with the celebs & why is it so i.e. the reasons for the same.
INTRODUCTION OF THE TOPIC
Marketing is always being regarded as a form of arts involving various creative thoughts and methods. Particularly, in todays severely competitive business world, more and more effort has been devoted to producing exceptionally creative multi-media communication elements (e.g. artistic visuals, humor appeals, metaphors, and creative brand mascots) to attract customer attention and effectively increase product and brand attitude. All these endeavors have potentially put consumers in a highly creative marketing environment that calls for a strong creative thinking tendency among consumers as they try to comprehend and interpret these meanings conveyed through various creative forms.
Brand mascots are a form of branding. They are the different animated characters which are created by the company. They represent the brand of the company. And these animated characters are thus called as BRAND MASCOTS.A mascot is a potent spokesman for a company and its image.
A BRAND MASCOT IS ESSENTIALLY A VISUAL PEG TO A COMPANY OR ITS BRANDS.A PART OF THE VARIOUS MULTI-MEDIA COMMUNICATION ELEMENTS IS BRAND MASCOTS.Basically, a mascot allows people to personify your company, enabling them to form an emotional bond with it. Having a mascot is an incredibly effective way to get people interested in your company. Animated characters also give more scope for creativity and flexibility. They have a powerful impact on the people while the success of the mascot, however, depends on how effectively it conveys the brand values and the ideals that consumers would associate with. Mascots have to be dynamic and must be adapted with changing times.India is not without its fair share of mascots. For years, the cute Amul girl regaled millions of Indians with her antics and a plateful of products - butter, cheese, milk and chocolates. Today she is undoubtedly The Taste of India. Other popular mascots include Air India's Maharaja, with his diminutive stature, giant turban and oversized moustache exuding warmth and hospitality, and Asian Paints' naughty boy Gattu, holding a bristly paintbrush in one hand and a can of overflowing paint in the other. There are lots more that have come up in recent times such as ICICIs Chintamani, Kelloggs animated kid and bear are intertwined in peoples minds, the Handiplast Boy, Sunfeasts Sunny and so on.
INTRODUCTION TO BRANDING
The term brand means different things to the different roles of buyer and seller, with buyers generally associating brand with a product or service, and merchants associating brand with identity. Brand can also identify the company behind the specific product -- that's not just a biscuit, that's Britannia biscuit. This use of brand puts a "face" behind the name, so to speak, even if the "face" is the result of advertising copy and television commercials. This use of brand also says nothing of quality, just the buyer's exposure to the brand's PR and media hype. For the typical merchant, branding is a way of taking everything that is good about the company -- positive shopping experience, professionalism, superior service, product knowledge, whatever the company decides is important for a customer to believe about the company -- and wrapping these characteristics into a package that can be evoked by the brand as signifier.
Brands originated with the 19th-century advent of packaged goods. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. These factories, cursed with mass-produced goods, needed to sell their products in a wider market, to a customer base familiar only with local goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product.
The manufacturers wanted their products to appear and feel as familiar as the local farmers' produce. From there, with the help of advertising, manufacturers quickly learned to associate other kinds of brand values, such as youthfulness, fun or luxury, with their products. This kick started the practice we now know as "branding
The American marketing association defines a brand as a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. A brand is thus a product or service that adds dimensions that differentiate it in some way from other products or services designed to satisfy the same need. . Brands today play a number of important roles that improve the consumers lives and enhance the financial value of firms.Brands identify the source or maker of the product and allow consumers-either individual or organizations- to assign responsibility to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending how it is branded. Consumers lean about the brand with its past experience and the marketing program. As consumers lives becomes more complicated, time starved the ability of brand to simplify decision making is invaluable. Brands also perform valuable functions for the firm. First they simplify the product handling and tracing. Brands help to organize inventory and accounting records. The brand name can be protected registered trademarks. The intellectual property rights ensure that the firm can safely invest in the brand and can reap the benefits over a long period of time.
Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. Brand loyalty provides predictability and security of demand for the firm and creates barriers to entry that makes it difficult for other firms to enter the market. This brand loyalty can translate into willingness to pay higher price. In this sense branding can be seen as powerful means to secure a competitive advantage. Brands represent enormously valuable pieces of legal property that can influence consumers behavior. Strong brand results in better earnings and profit performance for firms, which in turn, creates greater value for shareholders.
Brand is the proprietary visual, emotional, rational, and cultural image that you associate with the company or a product. When you think of Volvo, you think of safety. When you think of Nike, you think of Michael Jordon or Just Do It. When you think of IBM, you think of Big Blue. The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from product.
THE ROLE OF BRANDING
The purpose of branding is to create a powerful and lasting emotional connection with customers and other audiences. A brand is a set of elements or brand assets that in combination create a unique, memorable, unmistakable, and valuable relationship between an organization and its customers. The brand is carried by a set of compelling visual, written and vocal tools to represent the business plan and intentions of an organization to the outside world. What your company, products and services stand for should all be captured in your branding strategy, and represented consistently throughout all your brand assets and in your daily marketing activitiesThe brand image that carries this emotional connection consists of the many manageable elements of branding system, including both visual image assets and language assets.
Brands identify the source or maker of a product and allow consumers- either individuals or organisations- to assign responsibility to a particular manufacturer or distributor. Consumers may evaluate the identical product differently depending on how it is branded. Consumers learn about brands through past experience with the product & its marketing program. They find out which brands satisfy their needs & which ones do not. As consumers lives become more complicated, rushed, and time-starved, the ability of a brand to simplify decision making & reduce risk is invaluable. Branding can be seen as a powerful means to secure a competitive advantage.
To firms, brands thus represent enormously valuable pieces of legal property that can influence consumer behaviour, be bought &am